Page 13 - UTC2023-24 Strategic Framework: Membership, Acquisition, Engagement, and Marketing Plan
P. 13

STRATEGIC PILLAR:


                                MEMBER ENGAGEMENT

                                           Recruit and Retain

                          Marketing Campaign Strategy & Timeline


                                                                                                          T
                                                                                                          ar get
         Date                                   Activity   (Short-term)
                                                                                                         Audience
                    Lapsed    Member   – de   and  e  e   a  lapsed    member   r ecruitment    campaign.   The
                                               x
                                   elop
                                    v
                                              ecut
                    campaign   will   be   designed   to    highlight   r ecent   updat es  ding  r egar  s C’  UT   adv  s, t  eff or
                                                                                ocacy
                    mission,    vision,  essional   pr of   and  ce or  w  elopment,   de   and   encourage  ement  in   in
                                                         v
                                                orkf
                                                                                  v
                                                                                  olv
      ch-April  Mar                                                                                   Lapsed   Members
                   ees committ   f or   entire  .  staff                                              (36)
                      e (Distribut    digital   flipbook   with   links)
                       Social   media   r ecruitment   badge
                       e Fiv    email   t ouches   with    personal   phone   call   follo
                                                            w-up
                                ent
                                v
                    Non-member   e    pr ospect   r ecruitment   campaign   - de   campaign   based   on   v     C   Ev   Non-
                                                                                                      UT
                                                                                                          en
                                                                                          alue
                                                                 elop
                                                                 v
      ch-April  Mar
                    oposition pr   and   sa  ed  compar   to    non-member   rate   sho   dollar   amount   f or     member   utilities
                                                                   wing
                                  vings
                    distribution   to   all    non-member   utility   att endees.                     (TBD)
                                  v
                                 elop
                    New   Pr ospect   - de   r ecruitment   and  e ecut x   new   pr ospect   r ecruitment   campaign   to
                                                        e
                                                                                                      New  s  Pr ospect   (no
                                                                                     v
                                                                            orkf
                            C’
                    highlight  s  UT   adv  s, t  eff or    mission,    vision,  essional   pr of   and  ce or  w  elopment,   de
                                 ocacy
                                                                                                      contact   with   UT
                                                                                                                 )
                                                                                                                 C
                                 olv
                    and   encourage  ement  in   in  ees   committ   f or   entire  .  staff
                                 v
      ch-April  Mar                                                                                   (725)   Smar t
                      e (Distribut    digital   flipbook   with   links   leading   to   r ecruitment   landing   page)
                                                                                                             o
                                                                                                      Electric   Pw
                                                                                                            er
                       elop v De    digital   t oolkit   to   include   SM  s/talking   element  s/flipbook  point   to   be   shared   with
                     eers olunt  /leaders/v  staff
                                                                                                      Alliance   List
                       e Fiv    email   t ouches   with    personal   phone   call  w-up  follo

      eek W   one
                                                                                  e
                    w      up   with   phone   calls   to  erable  undeliv   and   no   r esponse   emails   aft er   fiv   t ouches
                    F
                    ollo
      y Ma
                                                        Goal:

                                           Recruit    5-7    Core    utilities    &
                              Retain    at    least    91-    95  %   of    2022    core    members.
                                         FY23 UTC Membership Budget                                      $2,335,000
                    Stretch - Estimated new core utilities revenue determined by
      9             non-renewing core member revenue loss.                                                $85,318.47
      4             Stretch - 5 lapsed core members                                                        $8,969.10
      13            Total estimated revenue new revenue                                                   $94,287.57
                    FY23 estimated projected revenue                                                   $2,523,575.14
                    Estimated expense outside of staff time
                    Postcard printing ($1,000) , social media ads, ($750)                             $1,750
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